Debenhams Reveals Sales of Nude Underwear has Soared

LONDON, April 27, 2011 - Debenhams, the department store, has revealed that women are choosing
flesh-coloured lingerie over extravagant sets when it comes to updating their
lingerie wardrobe this spring with sales of nude shape wear up 99% in the
past four weeks according to Debenhams research.

Debenhams has seen a consistent rise in sales of flesh coloured lingerie
(www.debenhams.com/lingerie) available to match any skin tone, from
fair to dark, since the onset of spring.

Detailed, patterned lingerie is being saved for special occasions such as
Valentine's Day and Christmas, as women are opting to buy nude everyday sets
which can be worn under black, white or bright colours invisibly.

The sales signal the end of mismatched underwear, traditionally worn to
coordinate with clothes.

Debenhams head of lingerie buying and design, Sharon Webb said: "It's no
surprise that British women are opting to go nude - it makes perfect sense at
a time when we are all watching our pennies.

"We stock a huge choice of natural colours, from cream and beige, through
to taupe, tan and chocolate. These aren't just plain t-shirt bras, but
include detail such as jacquard, lace, memory foam moulds and a wide range of
control wear in natural shades.

"We are seeing some customers buy two, three or four new bras
(www.debenhams.com/lingerie/bras) at a time, in varying shades of
neutral rather than the traditional black or white everyday choices."

In a survey of 1000 shoppers, 66% of women said they would opt for flesh
coloured lingerie when shopping. This is reflected in a 72% sales increase
across all nude styles compared to this time last year - prompting Debenhams
to re-look at stock levels to cope with the demand.

When questioned why they choose to go nude, over 65% of women stated that
they prefer the simplicity and ease to wear over traditional black or white,
or lavish lace bra and knickers (www.debenhams.com/lingerie/knickers)
sets.

As a result, Debenhams has expanded its skin-tone lingerie ranges to
include different shades such as mocha-latte and honey.

Sharon Webb continued: "It's down to clever recessionista shoppers -
customers want lingerie they can wear under anything, rather than having to
match the colour of your bra to your top. In particular, flesh coloured
strapless bras (
www.debenhams.com/lingerie/bras/multiway-strapless-bras) are flying
off shelves."

Celeb fans of sheer styles include Kim Kardashian, Lady Gaga, Kylie
Minogue and Katy Perry, with nude set to be a huge colour for spring fashion,
which is clearly having an impact on lingerie buying habits.

About Debenhams:

Debenhams is a leading department stores group with a strong presence in
key product categories including womenswear, menswear, childrenswear, home
and health and beauty.

Debenhams is the second largest department store chain in the UK.

Debenhams operates 161 stores in the UK and Republic of Ireland.
Debenhams also has 61 international franchise stores in 24 countries and six
Magasin stores in Denmark.

Designers at Debenhams include Preen, Jonathan Saunders, Jonathan Kelsey,
Roksanda Ilincic, Ted Baker, Jeff Banks, Jasper Conran, Erickson Beamon,
FrostFrench, Henry Holland, Betty Jackson, Ben de Lisi, Julien Macdonald,
Melissa Odabash, Jane Packer, Pearce Fionda, Janet Reger, John Rocha, Lisa
Stickley, Eric Van Peterson and Matthew Williamson.

    PR Contact:
    Michelle Dowdall
    PR Manager - Lingerie, Childrenswear and Home
    Debenhams
    33 Wigmore Street
    London
    W1U 1QX
    +44(0)8445-616161
    www.debenhams.com

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